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The world will come together this week as the FIFA World Cup kicks off on Thursday. For a whole month, fans from around the globe will be glued to their phones to live the highs and lows of one of the world’s biggest sports tournaments. The World Cup is also a good time to talk about branding, as you might notice a few big names taking advantage of this captive audience by plugging themselves at every available opportunity. This week’s Monday Morning Memo covers the field of digital, starting with branding and leading to blockchain.

Building a brand strategy: Essentials for long-term success – Marketing Land

A brand strategy is much more than a logo or a color scheme. A detailed brand strategy includes what your brand stands for, its customer promise, and it’s personality. Your branding guidelines should collate into a worthwhile and unforgettable story which creates the main metric for success: brand sentiment. This in-depth piece on branding is one of the closest things to a definitive guide on the subject which you will find outside of a text book. Read More

Audience Research and Brand Creative in the Age of the Echo Chamber – EContent Magazine

All the effort you put into your brand strategy can disappear in an instant and what’s worse, this can happen entirely outside of your control. A small community of people can have a big voice today, and even a company’s ideology can clash with this, producing notable consequences. As a result, you need to be able to look beyond the demographics to truly see what your customers are talking about and try to resonate with your consumers’ hearts and minds. Read More

As mainstream as content marketing has become, not everyone is yet convinced. When you have to sell content to the C-Suite you need to speak their language, which means knowing the return on investment that your content receives. While this article can’t dig into how your content is delivering, it does give great advice on presenting to the board to help keep your content marketing moving. Read More

Simplicity Is the New Every Day Low Price – Rockstar CMO

Remember the days when ordering something meant a 6 to 8 week-wait for your purchase? Thankfully, such days have come and gone, but that doesn’t mean there isn’t room for improvement in ecommerce. Customer service and convenience are one and the same, and might even trump pricing as the leading purchase incentive. And as cost and convenience become THE new differentiators, it could even be considered that content marketing no longer has a place in all this
. While the conclusion is that it does, first things first - put your customer hat on as you analyze data and ensure the simplicity of your online shopping portal. Read More

Your Strategic Blockchain Questions, Answered – CMS Wire

If someone asked you to explain blockchain to them, would you be able to? The seemingly omnipresent term is still somewhat of a mystery to many people, but it will become the standard in technical security sooner rather than later. This article explains the ins and outs of blockchain technology, in terms that everyone can understand, beginning with the what and ending with the how. Read More

Doug Eldridge has worked in marketing and communications for fifteen years, with experience in marketing agencies and software vendors, he’s written for CMSWire, eContent Magazine and various industry blogs. Doug is based in Denver, Colorado, is an alumnus of censhare US and while he is not writing, he is a typical Coloradan, which means a lot of time in mountains and breweries.